PepsiCo is partnering with Waste Management on the "Dream Machine" kiosk, which Bauerlein describes as sort of "a vending machine in reverse." It has a video screen that plays videos like those at gas pumps. But it also dispenses rewards to registered users.
"There's got to be something in it for people, both through material rewards and emotional rewards," says Jeremy Cage, PepsiCo's "Dream Machine" project director. "We have to get people to put up with a little inconvenience and say, 'I'll hang on to it a little bit and get a little bit of a reward," agrees Tim Carey, PepsiCo's sustainability director.